Samsung Electronics has announced a major expansion of Galaxy AI, transforming the platform from a single-assistant system into a multi-agent ecosystem. The move is designed to give users greater choice, flexibility and control over how artificial intelligence operates across Galaxy devices.
Analysts say the announcement signals a meaningful change in how smartphone AI is being positioned, from a branded feature to a configurable platform.
What Has Changed
Historically, smartphone AI experiences have revolved around one default assistant tightly integrated into the operating system.
Samsung’s update shifts away from that model. Under the expanded Galaxy AI framework, multiple AI agents can now coexist and collaborate at the system level. Users will be able to select different AI tools for tasks such as information search, scheduling, content creation and device-level actions.
Industry analysts describe this as a move from “assistant-first AI” to “task-first AI,” where functionality matters more than brand loyalty to a single assistant.
Key Addition: Perplexity
A central element of the expansion is the integration of Perplexity as a new AI agent within Galaxy AI.
Perplexity joins Samsung’s own Bixby and Google Gemini, creating a multi-agent environment that allows users to switch between assistants or rely on different agents for different purposes.
Technology analysts note that this reflects growing acceptance that AI assistants are becoming specialised tools rather than universal problem-solvers. “Search-oriented models, conversational agents and productivity-focused assistants each excel in different contexts,” one mobile AI analyst observed. “Samsung is designing around that reality.”
Why Samsung Is Doing This
Samsung says the expansion reflects recognition that no single AI model excels at every task.
Analysts broadly agree. Many describe the move as pragmatic rather than experimental. Rather than attempting to build a single assistant that competes equally with all rivals, Samsung is positioning itself as an orchestrator of AI services.
“This is less about Samsung winning the AI race with one model and more about owning the platform where multiple AI models operate,” said one industry strategist familiar with mobile operating systems.
System-Level Integration
Samsung says AI agents will be embedded across the operating system rather than confined to standalone apps.
Experts say this distinction is critical. System-level integration allows AI agents to share context, pass tasks to one another, and operate with greater awareness of user behaviour.
According to mobile software analysts, this could reduce friction that currently frustrates users, such as repeating prompts, switching apps or manually copying information between services.
Industry Context
The announcement fits into a broader shift in consumer AI strategy.
Many smartphone makers continue to emphasise a single flagship assistant as the centrepiece of their AI story. Samsung’s approach instead treats AI as an evolving ecosystem.
Analysts describe this as a platform strategy similar to early app-store models, where value increases as more partners and capabilities are added. Over time, this could make Galaxy AI more resilient to rapid changes in AI model leadership.
Competitive Implications
The move carries clear competitive implications for the smartphone market.
By supporting third-party AI agents alongside its own services, Samsung is taking a different path from more closed ecosystems, including those centred on Apple and its Siri-based approach.
Market analysts suggest Samsung’s model could appeal strongly to power users, professionals and enterprise customers who already rely on specialised AI tools and want them deeply integrated into their devices.
“Choice is becoming a competitive feature in itself,” one enterprise mobility analyst noted. “Samsung is betting that flexibility will matter more than forcing users into a single AI experience.”
Rollout and Availability
Samsung has not yet detailed which markets or devices will receive the expanded multi-agent features first.
The company has indicated that rollout will begin with upcoming Galaxy devices before extending to additional models over time. Analysts expect early availability on flagship models, with broader adoption following once system stability and partner integrations mature.
What This Signals for Mobile AI
As artificial intelligence becomes a core feature of smartphones, analysts see Samsung’s move as part of a wider industry transition.
Rather than competing solely on who has the “smartest assistant,” device makers are beginning to compete on who offers the most adaptable AI environment.
For Galaxy users, the expansion points to a future where AI adapts to individual workflows and preferences, rather than forcing users to adapt to a single assistant.
Senior Reporter/Editor
Bio: Ugochukwu is a freelance journalist and Editor at AIbase.ng, with a strong professional focus on investigative reporting. He holds a degree in Mass Communication and brings extensive experience in news gathering, reporting, and editorial writing. With over a decade of active engagement across diverse news outlets, he contributes in-depth analytical, practical, and expository articles exploring artificial intelligence and its real-world impact. His seasoned newsroom experience and well-established information networks provide AIbase.ng with credible, timely, and high-quality coverage of emerging AI developments.